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1/12/2016
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HARNESSING THE MARKETING AND
COLLABORATIVE POWERS OF HOUZZJ A N U A R Y 2 0 , 2 0 1 6 | | 8 – 9 : 0 0 A M
Presenters:
Linda Cohen || Toll Brothers, Horsham, PA
Mary DeWalt, CMP, MIRM || Mary DeWalt Design Group, Austin, TX
Doris Pearlman, MIRM, IIDA || Possibilities for Design, Denver, CO
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Session Description
Houzz is a powerful platform for designers, builders and remodelers,
but are you maximizing all the benefits the site offers? In this
session, you’ll learn ways to use Houzz as a lead generation tool, but
also how to take full advantage of the collaborative powers it offers
for existing projects. By utilizing shared idea boards and images, you
can help clients define their vision early on, saving you hours of
back-and-forth and design time. Houzz also provides builders and
designers a joint platform to fine-tune ideas prior to implementation,
increasing efficiency and eliminating surprises. Finally, we’ll explore
how to increase interaction with potential buyers and explore ways to
track new trends in design, architecture and marketing.
Learning Outcomes
Learn how to virtually collaborate with your team and clients, to give
new life to design inspiration and concepts.
Leverage tools such as shared idea boards and images to prepare,
inform and encourage your buyers to explore design concepts and
define their vision and style.
Understand how to engage buyers and increase interaction through
Houzz’s web-based campaigns and social media platform
Learn advance Houzz techniques that will enable you to use the
site’s audience as a focus group for your business.
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ORIGINS & STATISTICS
• Founded in 2009 by Adi Tatarko and Alon
Cohen, pictured right
• In 2012, Houzz had 4 million users and
700,000 photos
• Today, Houzz has 35+ million users and
8.9 million photos circulating daily!
• 16 million monthly visits, 300 million
monthly page views
Image
STATISTICS: AUDIENCE
• 75% of traffic: 35 to 64-year-olds
• Typically have $300k+ homes
• More than 50% of homeowners on
Houzz renovated their homes in
2015
• 1 in 20 are building custom homes
• 14% out of 35+ million users on
Houzz are moving this year
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STATISTICS: AUDIENCE
• 72% are decorating, 40% are remodeling and 10% are
new construction projects
• More residential/homeowners than commercial
trade/industry professionals on Houzz
• BUT even if you’re B2B, Houzz is still a great tool as
homeowners make your photos go VIRAL, thus:
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WHAT IS HOUZZ TO THE CONSUMER?
A place to…
•Browse and get ideas from photos posted
•Find the right design and construction
professionals
•Get ideas for a kitchen, bath or any room to
be remodeled
•Shop - find the perfect bedside table or light
OVERVIEW
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GETTING STARTED FOR THE PROFESSIONAL
PLAN
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PLAN
HOW TOLL BROTHERS USES IT…
• In the Builders/Subcontractors category
• Ideabooks
• Projects
• Join/Create the discussions
• Build a Houzz community
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PARTICIPATE AS A PROFESSIONAL
PARTICIPATE AS A PROFESSIONAL
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HOW THEY USE…
• Ideabooks
• Projects
CLIENTS & BUYERS: CHOOSE COLORS
Trajectory
Nouveau Narrative
More ideas for
Ideabooks…
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CLIENTS & BUYERS:
STORY
BOARD
CREATION
HOME SELECTION IDEAS
Kitchen Faucets and Sinks
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HOME SELECTION IDEAS
Bathroom Faucets and Tubs
ADVICE
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ADVICE
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THE ECOSYSTEM – SEO
Image
Image
SEARCHES
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SEARCHES
KEY RANKING FACTORS
Image Image
• Photos – number and quality of project photos
• Reviews – both number and quality
• Followers – more followers indicates social proof
• Participation – responding to questions/reviewing
others on Houzz.
• Backlinking to your Houzz profile from an external
website
• Ideabook creation
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KEY RANKING FACTORS
Image Image
Reviews – Quantity and Quality
• Seek and give reviews
• Respond to and deal with
negative reviews
• This is a known algorithm
in Houzz’s ranking factor
• Personalize the message
Topping the list of criteria that homeowners
rated as “very important” was “Good Reviews”
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KEY RANKING FACTORS
Community Interaction
• The more you engage increases your status as an
expert
• Solicit Followers and follow others
• Respond to any and all questions about your photos
promptly
• Research your competition and others that outrank you.
Find out what they’re doing that you’re not
Ideabooks
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BRAND IDENTITY 101
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HOW TO GET
NOTICED
AMIDST
8.9 MILLION
PHOTOS
PRO +
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VIRAL, VIRAL, VIRAL.
PRO+ OVERVIEW
• Geo-targeted Audience
• Enhanced Directory Placement
• Localized Business Description
• Banner Ads
• Featured Weekly in eNewsletter
• Detailed Analytics
• Account Management
• Mobile App Exposure
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GEO-TARGETED AREAS =
GUARANTEED EXPOSURE
ENHANCED DIRECTORY PLACEMENT
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LOCALIZED BUSINESS DESCRIPTION
BANNER ADS
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“THIS WEEK ON HOUZZ”
ANALYTICS
AFTER JUST 2 WEEKS...
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ANALYTICS
ANALYTICS
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CLIENT SERVICES–ACCOUNT MANAGEMENT
• Assigned specifically to you
• Scheduled monthly check-ins
• Help with tedious tasks. I.e. product tags,
answering user questions etc.
• There to ensure your success with Pro+ and help
you maximize your brand to its fullest potential
MOBILE EXPOSURE TO 15 MILLION USERS
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• Upload all of your photos at once to a single
project
• Use substandard photographs
• Use ONLY close-up or detail shots
• Leave negative comments
• Respond to Trolls
• Leave your profile untouched for months
DON’T…
• Upload high quality photos
• Utilize drop-down features for every photo
• Provide value and help solve problems
• Act courteously
• Respond to questions about your photos
• Describe things in detail
DO…
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Q&A
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Linda Cohen
Toll Brothers
SPEAKER CONTACTS
Head Shot
Mary DeWalt
Mary DeWalt Design Group
Head Shot
Doris Pearlman
Possibilities for Design
[email protected]@marydewaltdesigngroup.com
